EVALUATION OF THE TARGET GROUP AND

COMMUNICATION CONCEPTS FOR DAN UP

QUALITATIVE RESEARCH PROGRAM 

Prepared for:
Preparado para: DANONE DE MEXICO

1
OBJECTIVE

DETERMINE A RELEVANT TERRITORY FOR “DAN UP”

(FUNCTIONAL AND EMOTIONAL BENEFITS), THAT WOULD

ALLOW FOR POSITIONING VALIDATION OR ADJUSTMENT,

BRAND ARCHITECTURE, AND COMMUNICATION

STRATEGY TO IDENTIFY POTENTIALLY CREATIVE

AVENUES THAT CONTRIBUTE TOWARD ESTABLISHING

DIFFERENTIATION VS. THE COMPETITION, EMPHASIZING

BRAND LOYALY, AND ATTRACTING NEW CONSUMERS.

2
METHODOLOGY
 This report corresponds to the Stage 1 of the research project, which was composed of
the following activities.

STAGE TECHNICAL AREA

PACKAGE
80 hours of observation
South Side: 25 Hours
Participant North Side: 24 Hours
Observation West Side: 15 Hours
East Side: 19 Hours
Downtown Area: 12 Hours
40 in situ interviews
South Side: 11
1
North Side: 10
In situ Interviews
West Side: 6
East Side: 8
Downtown Area: 5
20 interviews:
Consumption South Side: 5
Experience Interviews North Side: 8
East Side: 7 3
METHODOLOGY
 The starting point for the observation phase were area schools (High Schools
[Preparatorias] or Universities) and we established routes based on the information
received from respondents:

STAGE TECHNICAL LOCATIONS

PACKAGE
South Side:
UNAM Campus: Architecture, Law, Philosophy,
Political Science and Chemistry
UAM Xochimilco: Calzada del hueso
Perisur: Food court and cinemas
Gran sur: Cinema area
Participant Coyoacán: Plaza Hidalgo and Plaza Centenario
1 Rogue: Insurgentes Sur
Observation
East Side:
Preparatoria 2: Av. Churubusco
Unitec Iztapalapa: Av Ermita
UAM Iztapalapa: San Rafael Atlizco
Plaza Rio: Av Churubusco
Plaza Oriente: Rojo Gomez
4
METHODOLOGY

STAGE TECHNICAL LOCATIONS

PACKAGE
North Side:
Colegio Victoria Tepeyac: Calle Cien Fuegos
Colegio Justo Sierra: Av. Politécnico
UNITEC Marina Nacional
UNITEC Cuitláhuac
CCH Azcapotzalco
Los Pits: Av. Politécnico
Plaza Lindavista: Av. Montevideo
Participant
1 West Side:
Observation
Universidad Iberoamericana: Vasco de Quiroga
Pabellón Polanco
Condesa
Downtown Area
Universidad del Valle de México; San Rafael
Zona Rosa
Bellas Artes
Plaza Cuauhtémoc
5
ANALYSIS SCHEME

SEGMENT DEFINITION
MEANING OF YOUTH SELF-PERCEPTION GROUP VALUES AND
MEANING

SEGMENT'S EVERYDAY LIFE

PLACES AND TIME IN AND AWAY EATING HABITS
ACTIVITIES FROM HOME

CLOSENESS TO DRINKABLE YOGURT

BRAND AWARENESS CONSUMPTION CATEGORY ASSOCIATED
MOMENTS VALUES

CONNECTION WITH DAN UP

BRAND VALUES CONCEPT AREAS OF
EVALUATION OPPORTUNITY

6
ANALYSIS SCHEME

SEGMENT DEFINITION
MEANING OF YOUTH SELF-PERCEPTION GROUP VALUES AND
MEANING

7
MEANING OF YOUTH
 Youth is a life stage of urban societies that does not correspond to physical processes but a
socio-cultural construction determined by the social environment.
 Youth is a process in which individuals build and consolidate their life plan; in Mexico, a
determining factor is secondary and higher education.

YOUTH
ADOLESCENCE
It is a socio-cultural construction.
This stage is immediate
referenced by hormonal It is determined by events and
changes that determine decisions that can prolong the
specific psychological youth period.
conditions and social
behaviors. Behaviors and attitudes are
conscious decisions
It is a period for consolidating
It is an age determined by personality and does not have an
the biological process. specific associated age

YOUTH= A PROCESS THAT TAKES PLACE IN THE INTERACTION WITH A PEER GROUP.
8
MEANING OF YOUTH
 As a life stage, youth is related to a number of events that determine the way a young person
is, that is, age is not a determining factor; in fact, the youth period can cease because of
events leading to long-term commitments or responsibilities.

The factors that play a role in

YOUTH
reducing or prolonging the youth
Associated with: period are:
Studying  MATRIMONY
Absence of immediate planning  CHILDREN
Much free time spent away from  FORMAL JOB
home
Postponing marriage and children
Informal, low-paying jobs
Following ideal and stereotype role
models

9
MEANING OF YOUTH
 As a life stage, youth has two relevant moments:

END OF ADOLESCENCE YOUTH

 Psychology defines this stage as late  This stage can be extended as long
adolescence and it ranges from 15 to 17 as no commitments are assumed
years old.  Psychological: Begins their
 Psychological: Introspection ends and the consolidating their personality
feeling of “no one understands me” loses through identifying with role models
intensity. and group interaction
 Social: The first stage of family  Social: They make important
detachment; there is a possibility of making decisions associated with their
decisions without the parents romantic life and future planning.
authorization.  Behaviors: Awareness of the
Beginning of the search for peer groups importance of their decisions, their
and affiliation to ideologies commitment level increases
First sexual relationships particularly in terms of school, and
 Behaviors: High irresponsibility level; confrontation with parents
decreases
absence of commitment, constant and
aggressive confrontation of parents; there
is no planning, life plan or future vision.

10
SELF-PERCEPTION
 The segment studied (15-21) was experiencing different moments of youth.

LATE YOUTH
ADOLESCENCE
ADOLESCENCE

LATE ADOLESCENCE (15-17) YOUNG ADULTS (18-21)

LIVING THE MOMENT
 Needs: Forming of identity, searching, and
experimenting
 Interests: Consolidating preferences by
exploring options and different lifestyles
 Important Events: Starting High School, first
romantic relationship, temporary jobs
THINKING OF THE FUTURE
 Needs: Consolidating identity, defining
preferences, searching for future options
 Interests: Sharing and having fun with
friends and romantic partner, finishing
university
 Important Events: Selecting a major, first
jobs, independence from family

THE CENTRAL DIFFERENCE OF EACH STAGE IS IN DIRECT RELATIONSHIP

WITH THE PERCEPTION OF THE FUTURE
11
SELF-PERCEPTION
 The insight that determines this stage has to do with the vision of the world, self-definition
before the adult world, and sense of belonging to a peer group.

LATE ADOLESCENCE
CONCEPT OF SELF:
They define themselves as happy, carefree, fun,
uninhibited, and sincere “guys and girls”.
The most important thing is enjoying the moment
and experimenting; they do not consider the risks.
RELATIONSHIP WITH THE WORLD:
Their relationship with the adult world is one of
constant and even violent confrontation. Discover the world
They reject the restrictions imposed by social Accumulate experiences
norms and believe every group outside the youth Have fun
group is intolerant and rigid.
RELATIONSHIP WITH THE GROUP: Avoid obligations
The central sphere is the peer group.
The ludic aspect is key since constant mockery,
jokes, and laughter make it possible to establish
social roles.
There is a strong connection with alcoholic
beverages as interaction triggers that tighten the
group’s emotional bonds.
12
SELF-PERCEPTION
 This group feels disconnected from adolescence, accepts that its responsibilities have
increased, and now has to solve problems without family support.

YOUNG ADULTS
CONCEPT OF SELF:
They describe themselves as “Young
people”, “independent, party animals,
happy, responsible”, and “laid-back”.
They acknowledge having to think more
about the implications of their decisions.
RELATIONSHIP WITH THE WORLD:
More open toward the adult world,
decreasing confrontations. Finish, continue their
They can be selective and hermetic when academic instruction
choosing a group of friends. Become independent
RELATIONSHIP WITH THE GROUP:
Professional success
The group experiences, the support, and
the presence strengthen the group.
The trigger for coming together in most
cases is alcohol, although it is not a factor
in the emotional bond.

13
GROUP VALUES AND MEANING
 Group values are quite intense at both stages of youth, as it is the supplier of security, stability, social life,
and consolidation of personality through imitation, adaptation, and constant joking.
 These gratifications are based on values the group either follows or rejects through socialization.

GRATIFICATIONS
VALUES
Respect/ Sincerity/ SENSE OF PERSONAL
Tolerance Honesty BELONGING GROWTH

Complicity Trust NEW FUN

EXPERIENCES ENJOYMENT
Loyalty Solidarity
CONTAINMENT
AFFECTION

STABILITY/
PEACE OF
MIND
14
GROUP VALUES AND MEANING
 Being young means being part of the group, since it is there where social roles are
learned and practiced in addition to consolidating and validating personalities.

IDENTITY AND COHESIVENESS

COMPLICITY

IDENTITY

SOLIDARITY CONTAINMENT

15
ELEMENTS OF YOUTH IDENTITY
 Three types of elements determine group identity and they are linked with the sense of
belonging; that is, these are rejection or acceptance elements .

IDENTIFICATION: BEGINNING OF FRIENDSHIP (WORLD VISION)

 They share tastes and preferences about music, clothes styles, and
socialization spaces
 The family composition in the sense of common issues with parents and
emotional relationship with siblings
 Sharing of values, interests, and goals, which affects the group’s behavior: “We
like to party, but we don’t drink as much; we are careful”

GROUP RELATIONSHIP: CONSOLIDATION AND PERMANENCE OF THE

IDENTITY GROUP (LIFE EXPERIENCES)
ELEMENTS  Use of free time, inactivity, homework, and fashion
 Definition of trust and the creation of intimate moments

EMOTIONAL: STRENGTHENING EMOTIONAL BONDS

(CONSOLIDATION OF PERSONALITY)
 Parties/ clubs/ drinking
 Solidarity in terms financial and emotional budgets, or important events such as
family problems (parent’s divorce), romantic partner (first romantic relationships
and break-ups); health (accidents); alcohol and drug addiction

16
YOUTH TYPES
 Speaking of young people implies acknowledging lifestyles linked to dress and
music styles.
STYLE CHARACTERISTICS
They relate to each other with pop music in English and
Spanish
Traditional They are discreet in their dress, and usually match the blouse
or shirt color to the shoes or sneakers.
Family is one of the most important spheres in their lives;
school represents social mobility .

They have no definite taste in music and develop allegiance

based on trends.
Normales Their dress style is associated with their moods: “One day
you feel like dressing like skato, another Rasta and so forth”.
The peer group, the most appreciated sphere, determines the
values.

They get together around music in English or alternative.

Fresas Their dress style is discreet, but brands are highly relevant.
An aloof attitude and sense of exclusivity defines them .

17
YOUTH TYPES
 In addition to the core groups to which most young people belong, there are
countless other styles more noticeably liked to ideology expressed as dress styles.

PACHUCO PUNKETOS RASTAS

ELECTRONICO

NACOS
HIPPIES PANDROSOS
18
SEGMENT DEFINITION

In conclusion
 Young people are result of a socio-cultural construction, hence, the importance of
the group as a basic unit of individual consolidation.
 
 The presence of the group is relevant as long as they achieve a sense of
belonging through complicity, solidarity, and contention.

 Acceptance within the group is intimately related with their adopting values and
hermeticism, thus, the importance of loyalty.

 This segment enjoys long periods of leisure that facilitate interaction; that is, they
do not remain away from home just because they must, but because of the
satisfactions provided by the group.

 The importance of school stems from it allowing social interaction and with it,
experiences, and personal growth .

19
ANALYSIS SCHEME

SEGMENT'S EVERYDAY LIFE

PLACES AND TIME IN AND AWAY EATING HABITS
ACTIVITIES FROM HOME

20
EVERYDAY LIFE
 Time within their everyday life is administered based on two factors:
 The routine were rules and norms are set and implemented
 The extraordinary, associated with ludic (fun) aspects and search for pleasure via the fulfillment of desires
 Free time is configured, firstly, based on the life stage, companions, and spheres the individuals are in. Therefore,
the use, value, and perception of free time are not only considered a lack of obligations, but a space for
emotional configuration and bonding with the environment and the group (family, friends, romantic partner)

CONTAINMENT

ROMANTIC
LEISURE PARTNER
CASA
FAMILY ATTACHMENTS
FREE TIME
ROUTINE
SCHOOL SPHERE
SPHERE FUN
FRIENDS
DOMESTIC EXPERIENCES
OBLIGATIONS

21
SPACES AND ACTIVITIES
 The time they value most is the free time perceived as that of interaction, possibility to
learn, and experiment.
 In general, activities lack sense since the value of free time is the integration. “Something
always comes up”, “Nothing’s planned”, “You know that the main thing is to hang out with
the group”.
SPACES FOR FREE
TIME
GRATIFICATIONS
ACTUALIZATION
SOCIALIZATION
TOLERANCE
FUN
SENSE OF
BELONGING

22
SPACES AND ACTIVITIES
LIST OF ACTIVITIES
 The young people’s list is long; however, budget does influence their activities.
 Which means that school is the central meeting point, as it is a space that provides safety, the
opportunity to socialize during their everyday activities; here the group’s route and behavior is
designed as well .
PLEASURE
Talking with friends Nightclubs
Café/Beer bar/Bars

Concerts
School Partying with friends

Shopping malls:
Cinema

COMMON UNCOMMON

Watching television
Listening to music
Sports
Soccer/Gym
Surfing on Internet
Playing videogames
Reading

NOT AS PLEASEANT 23
SPACES AND ACTIVITIES: NIGHTCLUBS
 It is a space with a strong emotional content, as it implies a departure from the everyday life,
and the possibility of excesses.
 The social dynamics surrounding these spaces implies exclusion, hence, the feeling
exclusivity, and safety.

PERCEPTION AND USE

 The club is a “showcase” where uninhibitedness and emotional release are possible.
 The most important elements are the music, dancing, and the possibility of meeting partners.
 A club is chosen for its trendiness, which is associated with authenticity, modernity, and
contemporariness

ACTIVITIES MEANING
 Drinking alcohol
 Dancing  It is a place for entertainment where they can
 Meeting possible partners avoid their everyday responsibilities.
 Talking  It implies status and recognition as long as
 Singing they are familiar with and are eligible for any
 Smoking other trendy club.
 “Making out”
24
SPACES AND ACTIVITIES: BEER BARS
 The beer bars, also known as “chelerias” are the most frequented socialization spaces, as
the groups are in constant search for uninhibitedness, departure from routine, and
interaction with friends in a place without restrictions.
 The moments with friends revolving around alcoholic beverages are emotionally charged,
as in them, they recognize their peer, and consolidate their group.

PERCEPTION AND USE

 Thursdays and Fridays, in particular, a recurrent free-time activity extends the group interaction.
 For some, it is the starting point of a nighttime route on Friday or Saturday.
 The service offered in these spaces is appealing, especially in terms of price, and it is
emotionally close.

ACTIVITIES MEANING

 Drinking beer and other alcoholic
beverages to a lesser extent
 Meeting potential partners
 Talking with friends, sharing anecdotes,
and laughing
 The value of these spaces stems from
sharing experiences, and strengthening
emotional bonds.
 Interaction and enjoyment through
stimuli such as music, darkness, and
alcoholic beverages

25
SPACES AND ACTIVITIES: SHOPPING MALLS
 For young people, they represent a way of keeping up with the world of brands, fashion, and
trends in clothes, music, accessories, and recreational possibilities.
 On the other hand, the Shopping Mall provides safety and confidence since these are
enclosed spaces offering a variety of entertaining options.
PERCEPTION AND USE
 These spaces contain a myriad of entertainment options.
 At the mall, fashion is present in types of consumer goods: material or cultural.
 Most shopping centers are segmented according to the area they are in, and the type of
visitors that frequent them.
 Young people do as they please in Malls, appropriating spaces: they stroll around the
walkways, meet and remain inside cafes, marking their territory from other groups visiting
these spaces

ACTIVITIES
 Walking around, checking consumption
goods, in some cases implying the
testing of products: trying on clothes,
listening to music, reading magazines.
 Going to the movies
 Consuming food or beverages
 Talking/meeting potential partners
 Watching people
MEANING
 Socialization and mirroring, through
meeting friends, moments of interaction,
and shared experiences
 Actualization – They are the mirror on
which young people determine and
identify peer groups based on making
comparisons to other young people, or
using store display windows
26
SPACES AND ACTIVITIES: SCHOOLS
 It is the most important socialization space for these age groups.
 The degree of freedom and comfort is determined by the school’s security rules. Some
schools have minimum security, and in them young people find safety and confidence which
leads to a permissive environment; others, however, have stringent rules, which leads to
searching for alternative spaces nearby .

PERCEPTION AND USE

 School is associated with building a career and successful professional possibilities; it is
also the most important socialization space, which permits them to structure their everyday
life.
 The socialization spots within the schools are the cafeterias, benches, gardens, and quads.

ACTIVITIES MEANING
 Primary socialization point for these age
 Attending classes groups
 Resting, talking, interacting with friends  Center of the territory, concentration and
in areas such as gardens or cafeterias meeting point
 Studying or reading in libraries or  Inside, they mark borders and
gardens differences: separating themselves from
 the adult world, and differentiating
Snacking, drinking non-alcoholic
themselves from other groups of young
beverages, smoking 27
people.
TIME IN AND AWAY FROM HOME
MONDAY THROUGH FRIDAY
 This observation took place among students attending morning classes;
therefore, the following schedules are based on those times:

TIME ACTIVITY
5:30 to 6:30 am Waking up, showering, and grooming before going to school
6:00 to 7:00 am Getting to school
7:00 to 9:00 am Classes
9:00 to 10:00 am First recess (it varies)
9:30 to 11:00 am Classes
11:00 to 11:30 Recess
11:30 to 3:00 pm Classes end (it varies)
2:00 to 5:00 pm Remaining in school or moving to specific locations, such as cinemas, places
to eat or drink beer, visiting friends, or spending time with the romantic
partner
On Fridays, the interaction with friends goes on until 7 or 8 p.m., and in some
cases, until 1 or 2 a.m., if they go out to beer bars or clubs
5:00 to 8:00 pm Returning home
8:00 on Staying home, having dinner, interacting with their family
28
TIME IN AND AWAY FROM HOME
WEEKENDS
 On weekends, the group loses relevance since that time is shared with a different group of
friends (neighbors, former classmates, etc.) the romantic partner, and most of all, the family.

TIME ACTIVITY
9:00 a 11:00 am Waking up, showering, having breakfast (family time)
11:00 a 5:00 pm Resting, planning the day, watching television
5:00 a 6:00 pm Lunch
6:00 a 7:00 pm Getting ready to go out, getting organize with friends
7:30 a 10:00 pm Moments interacting with friends
10:00 a 2:00 am Fun moments in clubs, beer bars, parties, gatherings with friends

 In the case of people in the late adolescence stage, their staying home time is longer, and in some cases, they do not go out at night.

 Sundays, they usually spend at home, resting, watching television, and sharing with their romantic partner
 Those that do go out do so with their families, or with the friends for coffee or a movie

29
EATING HABITS

 The eating habits of this segment can be messy, as they stay away from home for long
periods.
 Informal meals are a fixture in their lives, as this is a group activity with the function of
entertaining, and strengthening emotional bonds through solidarity.

MOMENTS AWAY FROM HOME

MOMENTS AT HOME
They choose their food and times
Their preferences do not determine
the meals inside the home Usually during recess, going from
one class to the next, and when
These are the heartiest meals they school is over
have
Informal meals associated with
After school, it represents the main cravings
food intake of the day
They eat to socialize with the group
Some bring breakfast with them .
from home

30
EATING HABITS: AT HOME
 Formal meal times happened inside the home

MOMENTS FOOD

 From 5:30 to 6:40 in the morning

 They have it infrequently at home
 If they have something at home, it is something light, decided by
Breakfast
their mother
 The most frequent foods are:
 Shakes, juice, cereal, bread, and fruit
 The time is usually between 4:00 and 7:00 p.m.
 It is the most substantial and important meal of the day, and in some
cases, the only one. .
 They have this meal when they get back from school
 The most frequent foods are:
Lunch/Dinner
Soups: vegetable, chicken, creams, pasta
Main dish: beef, chicken, pork
Dessert: gelatin, ice cream, cookies
 If they have dinner, it is usually leftovers from lunch, and in some
cases, dinner is a sandwich, cookies, milk, cereal, and/or yogurt.
31
EATING HABITS: AWAY FROM HOME
 When away from home, they usually eat at school or nearby places, or within their territory.
 Generally, these meals are consumed as a group, and some foods, chips, quesadillas, fruit, sandwiches, pizza, and coffee are shared with the group of friends.

MOMENT FOOD
 Between 6:50 and 7:15
 They have this meal when they arrive at school and it could be coffee,
Breakfast atole, or a cigarette
 Some accompany the beverages with bread, fruit, or tamales

 Between 9:00 and 9:30 am

 Foods: Yogurt, fruit, bread, cookies, shakes, coffee, cappuccino, atole,
crepes
School Recess  Between 10:45 and 11:20 a.m.
 They look for more substantial foods, “At that time you are very hungry,
especially if you haven’t eaten anything”
 Foods: Tacos, quesadillas, sandwiches, yogurt, soft drink, juice, and
water
 Between 11:00 and 4:00 p.m.
After School  Foods: full meal, quesadillas, tacos, pizza, sushi, hamburgers; some
substitute this meal for beer
32
SEGMENT'S EVERYDAY LIFE

In conclusion
 The emotional import bestowed upon the group is the center of their
everyday life.

 Unconsciously, they remain for long periods with the group, even if that
implies neglecting school and family duties.

 Free time makes sense only if the group is present; that is, the space
might become uninteresting without the group.

 Their activities and places visited are determined by their budget, which
can be quite small with the exception of IBERO students.

 It is important to mention that despite the existence of work

responsibilities, they usually spend much time with their group of friends,
and only a romantic relationship can tear them away.

33
ANALYSIS SCHEME

CLOSENESS TO DRINKABLE YOGURT

BRAND AWARENESS CONSUMPTION CATEGORY ASSOCIATED
MOMENTS VALUES

34
BRAND AWARENESS
 The most recalled brands were Danup, Yoplait, Alpura, and Club with fewer mentions.
 The segment mentioned Danup as a leading brand on the market, attribute they based on
the brand’s longevity and recognized authenticity within the category.
 The brand has inherited the Danone prestige and quality; therefore, it was associated with
good taste, and right consistency. However, Danup was the generic name for the category.
 Leadership/ tradition
AWARENESS
 Quality
+
 Good taste
 Appealing advertising

 Youth and Dynamism

 Joyfulness
 Innovation  Attractive packaging
 Only differential  Quality
 Main competitor
particularly among
women.  Backer
 Quality
 Tradition and trust
 Good price

 Bad taste
 Low quality
 Danup “wanna be” 35
CONSUMPTION MOMENTS
 In the observed consumption situations, the groups of friends would go out looking for
“something” or to have “breakfast”; they either bought individually, or brought a snack from
home.
 There was no previous agreement regarding what would each consume; food was sometimes
shared with the group.
UNITEC

UNITEC

“It’s mostly my Mom, because if I recall correctly, I

started buying it in elementary school, and it became
a habit”
“You only feel like having it in the morning”
“It satisfies that spot in my stomach and I don’t feel
weird anymore; I mean, I can even do more things”
CIUDAD UNIVERSITARIA
“It’s a breakfast”
36
CONSUMPTION MOMENTS
 As a category, drinkable yogurt to consume away from home represented a substitute for a
formal breakfast, or it was the first morning “meal”.
 Consumption away from home was not directly linked with purchase; that is, in some cases,
the drinkable yogurt was brought from home.

PURCHASE-CONSUMPTION PLACES  On of the main purchasing barriers was the

AWAY FROM HOME
GROCERY STORES
CAFETERIAS
STREET VENDORS
THEY ASKED FOR “DRINKABLE
YOGURT” OR A “DAN UP”
In either case, if they do not take it
directly from the refrigerator, they
are likely to get any brand,
including Club, Lala, or Yoplait .
price, since it ranges from $7.50 to $11.00
pesos.
 It was considered an “expensive” product
because the young people’s budget, according
to SEL is:
 C- From $100 to $150 a week spent on
transportation, food, and school
supplies (photocopies)
 C typical - From $200 to $300 a week.
 C+ - From $700 to $1000 a week, only
for school-related expenses
 The entertainment expenses for SEL C- and C
Typical were included in this amount.

“The price is a bit high; it was 7.50”

“7.50 here, and in the supermarket it costs 6; it also depends on where you buy it” 37
CONSUMPTION MOMENTS
 The consumption moments we observed corresponded to breakfast hours, or as a “late snack”
away from home.
 In the morning, it was never later than 12:00 p.m. and the late snack began around 7:00 p.m.

MOMENT PLACE PURCHASE DECISION MAKER

On the way to Transport The mother made the purchasing decision
school Bus/Subway The category represented a substitute for milk
Recess School cafeteria The purchasing decision was individual.
Between classes School cafeteria There was a clear need for taking care of their
health or body, particularly among women.
School Jardenières
The habit around the category was determined by
During classes First class the mother’s emotional closeness to yogurt.
After classes Jardenières The category represented a breakfast complement,
Cafeterias or breakfast itself.
Night time before On the way home Additionally, it permitted them to delay consumption
dinner of formal meals.
Bus/Subway
It was usually consumed along with cookies, bread,
or fruit.
Outside subway stations and schools there were
stands offering breakfast combos that included a
sandwich, fruit, gelatin, and drinkable yogurt.
38
CONSUMPTION MOMENTS
 They also mentioned other everyday moments but at home in which the purchase was
obviously made by the homemaker after choosing yogurt brand and type.

MOMENTS AT HOME DESCRIPTION

Doing homework Based on the references, drinkable yogurt consumption was
determined by the availability at home.
At this moment, it corresponded to a craving.
The time mentioned was approximately 5:00 p.m., y before 7:00 p.m.
Watching television A time for escaping their everyday obligations.
The factors that influence the yogurt selection are: availability of the
category at home as well as their unwillingness to go to the store.
Additionally, yogurt was deemed expensive for these moments, or
inappropriate, unlike chips and soft drinks.
As breakfast before In most cases, it was something imposed by the mother.
leaving the house In others, it represented functionality, speed, and a formal breakfast,
even acting as a milk substitute.
In the evening as a light At this time, it was consumed along with cookies, bread, or cereal of a
snack light dinner, and was determined by the availability of the category at
home as well.

39
CONSUMPTION MOMENTS
DIFFERENCE BETWEEN HUNGER AND CRAVING
 Consumption was explained thus: drinkable yogurt was directly associated with satisfying morning hunger, and
at night, participants valued it lightness.
 The habit around the category away from home responded to specific needs usually having to do with restoration
or prevention.

HUNGER CRAVING
Need Desire
Associated Feelings: Associated Feelings:
“Hole in the stomach”  Salivation
Overall physical discomfort  Desire for something specific
 Bad mood Associated Foods:
Associated Foods: Chocolates
Combo meals Fried foods
Tacos, sandwiches, quesadillas Candy
 Pizzas Vegetables with hot pepper
 Homemade food Bread

“Hungry is when you eat whatever, or “Craving is wanting to eat something

because you can’t stand it anymore” specific; something yummy”
(Drinkable yogurt) “I’d say it’s for hunger because in the morning when you wake up and
need to eat something to function well the rest of the day; I couldn’t describe it as a
craving. I never say, “oh, I feel like having yogurt”; no, I feel like popcorn or chips”.
40
CATEGORY ASSOCIATED VALUES
 Drinkable yogurt was defined as a nutritious and healthy mix of natural foods at which
participants attributed restorative properties.
 Besides, the rational category attributes are learned at home, and the brand choice is passed
on from generation to generation.

DRINKEABLE YOGURT

MILK HABIT ACQUIRED AT HOME

FRUIT
REGULAR YOGURT
BENEFIT BENEFIT
BENEFIT Deeply-rooted
Natural
Helps digestion Tradition
Fresh
Coats the stomach Prestige
Healthy
Nutritious Maternal backer

SHAKE
BREAKFAST/ DINNER
REFRESHING IN THE MORNING
A CHANGE FROM MILK AT DINNER 41
CATEGORY ASSOCIATED VALUES
 One of the category’s core values was its light consistency, as it allowed participants to
begin and end “the day right”.
 Danup has the opportunity to strengthen functional benefits such as taste and physical
reinvigoration, by extending this restoration and achieving a deeply, overall sense of well
being.

+
PRACTICAL EMOTIONAL
Taste Health
Functional Nutrition
Satisfy hunger Overall wellness
Self-care

 The association with health and nutrition has a direct correlation with the adult world and maternal care, which
could mean emotional distance from the target.
 The proximity, however, to self-care and fitness are connecting elements, as it was evident the return to what is
natural; that is, it was desirable because it was in fashion.

42
CATEGORY ASSOCIATED VALUES
 There was significant distance between the definition of drinkable yogurt vs. that of craving,
since yogurt implied certain degree of concern about health and self-care, while cravings were
closer to snacks, which were associated with pleasure and excesses.

DRINKABLE YOGURT CRAVING = SNACK

 A food consumed at particular times:  Products of indeterminate consumption
morning and light dinner. time

 A complement of breakfast  Company during moments of inactivity

 A breakfast or light dinner  Considered junk food

 Allows delaying the moments of formal “You feel craving in your mouth, behind the
meals jaw”
“When you have a craving, you think of fried
“It’s like my nutritional base; it’s like my foods”
breakfast” “A craving is something hot, or chocolate”
“It takes away that sense of having a hole in
your stomach”
“It could be a craving, but in the morning”
43
CATEGORY ASSOCIATED VALUES

 In this segment, the category and Danup in particular have been able to get out of the home to
position itself as an eligible product for the target, insofar as they recognized specific practical
benefits; consumption within the group was not a cause for scorn.

HABIT INDIVIDUAL CONSUMED

ACQUIRED AT CONSUMPTION WITHIN THE
HOME TRANSPORTATION GROUP
PRACTICAL: PRACTICAL: PRACTICAL:
Packaging Recognized as a Reinvigorating
Functional healthy,
Physical well being
Speed uncomplicated
form of nutrition Cleansing the body
Savings

 A brand endorsed and approved by the group insofar it was recognized as a quality food,
which eliminated the possibility of criticism based on the assumption that it tasted better than
other brands: “It’s not as sweet; it’s not cloying”, “The slightly acid taste feels right” , “Not too
thick or too runny either”.
 These attributes along with brand tradition gave validity to Danup as a prestigious brand.
44
CLOSENESS TO CATEGORY
In conclusion:
 The consumption situations observed correspond to moments in which the purchasing decision is up
to young people.
 Consumption of the category at such moments was determine by three factors:
 Specific Physical Needs:
 Eliminating the morning queasiness: “It refreshes you; you feel better; it takes away the
queasiness”.
 Coating the stomach before the “first cigarette in the morning”, “It helps my digestion, and
eliminates the discomfort of gastritis”
 Prepares the stomach for more substantial foods “before a quesadilla or similar foods” and,
 A breakfast, “to me it’s my breakfast; I don’t feel that heavy feeling a sandwich might
cause”
 Strong attachment to the category acquired at their parent’s home
 “It’s like a habit you learn”
 A lifestyle oriented toward good health and physical fitness.
 “I could tell you that’s for my health, but I eat it with cookies; of course it’s always better
than chips”.

 The most important values of the category are the nutritional properties participants attributed to it,
and the sense of well being it causes in the morning.

 It is important to mention that the situations observed never occurred after 12:00 p.m.

45
ANALYSIS SCHEME

46
BRAND VALUES

INTRINSIC
Taste
Recognition of quality
Balanced sweetness and acidity
Identical to natural fruit
Fresh in the morning and light at night
Consistency
The best consistency
“Nice and thick; liquid but not runny like the
others; nice and thick; great taste; lots of fruit,
and the right amount of sugar”
Packaging
Traditional “The usual one”.
Cover is a weakness (immediate consumption)
Label
The change was noticed; however, no appealing
or original feature was associated.
EXTRINSIC
Backer
Danone was recognized as a brand of long
standing on the market and tradition.
Participants recognized its experience and
prestige in yogurt production
“I think it’s a brand more for yogurt and
things like that; and Alpura is more for milk
and cream. That’s what I think”
“It’s always been in my home; it’s a habit of
mine”.
Brand Image
Leadership. For being the first drinkable
yogurt; recognized as the first on the market
in this category
Tradition. A brand that their Mom introduced
to the family
Quality: The product’s intrinsic values were
recognized
47
CONCEPT EVALUATION
 The following concepts were evaluated monadically:
 Hambre [Hunger]
 Antojo [Craving]
 Break
 Energía 2 [Energy 2]
 Cool fuel

 Some of the weak points of the concepts evaluated were a few language elements:
 MONCHIS: It lacked meaning; although someone recognized and associated it with
“youth” language of the parents, here, it was understood as a snack or any junk food.
 PUNCH: Isolated lack of meaning; however, it was related with energy.

 The concepts’ evaluation in terms of product promise and support lacked relevance for the
segment.

 It was evident, except for Break, that the need stated was relevant, as well as the group
situation depicted.

48
“HUNGER" CONCEPT EVALUATION
HUNGER
Suddenly, I feel hungry, and I want something to quiet it down.
For that Danup is just the thing because it quiets the hunger and I can keep on doing what I do.

It’s a “monchis” that tastes great, it’s not heavy, and I can have it whenever and wherever I want.

With DANUP... You keep going.

NEED: Relevant because of the segment’s lifestyle, and pointing out the category indirectly, because “quiet down” was associated with light foods such as fruit, vegetables, and even yogurt .
PROMISE: It emphasized a highly relevant category value, which was lightness; however, it lacked differential brand attributes.
In addition, it alluded to an associated habit; that is, postponing formal nutritional intake moments.
On the other hand, this need is been covered by a large number of products, diminishing the impact and emotional closeness of the brand.
SUPPORT: It lacked credibility, because even though it did maintain product benefits such as taste, lightness, and functionality, these were not differential elements.
On the other hand, yogurt is not a product to be consumed at just any moment.

49
OVERALL EVALUATION OF THE "CRAVING" CONCEPT

CRAVING
Sometimes, I feel like eating something, but I don’t know
what.
For those moments, Danup is just the right thing.

Because it’s the only monchis that tastes great and it’s healthy.

With DANUP...You keep going...

NEED: It appealed to an inherent need of the segment, eating while inactive. However, this need was directly associated with junk food .

PROMISE: The only difference between the category and snacks was the health aspect; however, it was not a differentiating attribute for the brand .

SUPPORT: This concept lacked the element in support of the need, and even less a connecting element between promise and product .

50
OVERALL EVALUATION OF THE "BREAK" CONCEPT

BREAK

Suddenly, I need to disconnect from everything for bit.

DANUP disconnects me and refreshes me before I go on.
Because it is naturally refreshing, and it is also light.
With DANUP...You keep going.

NEED: The disconnection was interpreted as evasion and introspection; not a significant need for the
target. In this moment, they need to be always connected with and supported by the group.

PROMISE: The disconnection offered was incongruent with the category and was associated with
alcoholic or energizing beverages, which limited credibility and emotional closeness toward the brand.

SUPPORT: The incongruence and remoteness of the need and promise significantly curtailed the
appreciation of the brand’s values and benefits.
It did maintain the morning freshness associated with the category; that is, even though it was
associated with soft drinks and water, participants did recognize that drinkable yogurt was refreshing
and “lighten up things”.

51
OVERALL EVALUATION OF "ENERGY 2" CONCEPT
ENERGY 2
My friends and I feel we should live to the fullest and we
need things that help us be alert.

DANUP gives me the punch I need to be 100% everyday.

Because it’s the only monchis that is natural and light.

Con DANUP...You keep going...

NEED: The inclusion of the group of friends in the need proposal was very relevant, as the everyday life of the segment was recognized.
In addition, it emphasized the group gratification stemming from experimenting and learning about the world.
However, “being alert” was a group-related gratification and not from external elements.
PROMISE: The proposal of Danup as an energizing beverage was not credible given the characteristics of the category; besides, energy was associated with other beverages
such as isotonic and energy drinks.
Therefore, there was no direct association with the brand.
SUPPORT: Although participants acknowledged that the category allows them to start the day feeling light and full of energy, they did not see the congruence between the
statement of need and the promise of the product.

52
OVERALL EVALUATION OF "COOL FUEL" CONCEPT
COOL FUEL
My friends and I like to enjoy the surprises that
happen when we are together.
DANUP powers our zest for living without having to stop.
Because it is the monchis that quiets hunger down; in addition to being practical, healthy, and light.

With DANUP...You keep going.

NEED: The two strengths of the statement were depicting the segment’s everyday life and pointing out the need for continuing their pleasant and fun moments uninterrupted.

PROMISE: Danup was shown as a product that was present during the important moments of the group; however, participants thought it was an exaggeration because the category was not associated with fun.
SUPPORT: This concept contains the category attributes that were relevant for the segment: functionality (derived from the packaging); lightness and health. However, Danup failed to attain differentiating benefits;
although participants did recognize the brand’s intention by speaking to them and not to the family.

53
OVERALL CONCEPT EVALUATION

 The core strength of the concepts was the statement of need, as it appealed
directly to the segment’s lifestyle; however, it lacked the credible backing the
segment would need to become emotionally close to the brand.

 In general, the concepts lacked impact and emotional closeness, as the product
promise was deemed not very innovative or associated with other categories.

 None of the concepts managed to recover Danup differential benefits within the
category.

 Depicting the group’s presence would be highly relevant only if Danup presented
itself as a company and not as a trigger of gratification.

 The acceptance of Energy 2 and Cool Fuel was based on the group values shown
such as experimenting and having a good time.

54
AREAS OF OPPORTUNITY
 The brand areas of opportunity can be created from the appropriation of important moments
for the target, and rescuing the practical and emotional benefits already associated with the
category.
 This plus the Danup leadership could represent an opportunity for marking its territory.

ANCHOR ATTRIBUTES

GROUP Showing the group losses relevance if it is not associated with values and
VALUES gratifications derived from it:
Solidarity
Complicity
Containment
Respect and tolerance
“We can find a neutral point in which everyone can interact and enjoy, but
each has alternative spaces with other friends, and when there are things that
only they know about you, you can be completely open with someone; you
don’t have to wear masks or subterfuge.
EVERYDAY Moments of inactivity during which drinking or eating something is a
LIFE necessity
Moments of intimacy that generate the sense of belonging
“Often we are just hanging out without doing anything, and we are fine with
that”, “When you have nothing to do, everyone is just talking, then you crave55
everything, the cigarette, the chips, a coke; I don’t know, even a yogurt”
AREAS OF OPPORTUNITY
ANCHOR ATTRIBUTES

PRACTICAL The category is associated with overall well being; that is, not only good for the
BENEFITS stomach, but also providing a sense of pleasure.
Freshness understood as energy in the morning and lightness at night.
Functional which is a value of the category, but has not explored by other
brands.
Taste the Danup quality was acknowledged as a very important differential.
Satisfy hunger and postpone formal food intake moments.
“Danup fills you up and quiets your hunger for a while, and you don’t have that
heavy feeling”
EMOTIONAL Lightness
BENEFITS Well being
“I feel very well and light after drinking it”
DANUP IMAGE Leadership
ATTRIBUTES Reclaim category habit away from home
“When I think of drinkable yogurt, I think of Danup, right? It makes sense”

56
AREAS OF OPPORTUNITY
MEANING AND PRAXIS OF YOUTH VALUES
 Anchoring the communication to group values is a great opportunity for the brand, as these
have yet to be used within the category.
 The values that conform, configure, and provide cohesion to youth groups are:

VALUE IN PRACTICE
Loyalty “Keeping secrets”
Discreetness regarding all family and personal problems
Unconditionality “Being there” not just in moments of fun and “heavy drinking”
Possibility of approaching and communicating during emotional
problems.
Solidarity Sharing and generating bonds that permit the protection of each
group member.
Trust This element allows them to be themselves and express “real”
behavior in a safe environment
Respect and tolerance It is accepting the differences of each member and appreciating
them.
Honesty and sincerity It was defined as “speaking the truth” without fear of being judged or
rejected, and not betraying the group
Complicity Being part of the group experiences, and keeping the secret mainly
when it implies transgression
57
AREAS OF OPPORTUNITY
NEED, PROMISE AND SUPPORT
 At this time, Danup has the possibility to position itself as the brand for young people, as there is an incipient association with the target.
 Of note is that Yoplait now has values emotionally closer to young people such as originality and innovation.
 It is very important to communicate the brand changes, which were perceived only by very loyal consumers to recuperate the Danup leadership and modernity.

NEED Acknowledge and appeal to the group values

DANUP must be the group’s companion not the

PROMISE trigger for their coming together
Practical, fast, and spontaneous consumption

Previous experience with the brand

SUPPORT
Backing and leadership
58
CONCLUSIONS

ABOUT THE SEGMENT

 YOUTH IS, IN A STRICT SENSE, A SOCIAL AND CULTURAL CONSTRUCTION.

 BEING YOUNG HAS NOTHING TO DO WITH AGE OR BIOLOGICAL PROCESSES BUT

RATHER WITH BELONGING TO A GROUP AND THEIR WORLD VISION.

 GROUP INTEGRATION BECOMES STRONGER DURING LUDIC AND INACTIVE

MOMENTS, WHICH ALLOWS THE GENERATION OF ROLES AND LEADERSHIP.

 BELONGING TO AND BEING ACCEPTED BY THE GROUP ARE DETERMINED BY

NUMBER OF VALUES THAT PROPITIATE INTEGRATION BASED ON THE
RECOGNITION OF DIFFERENT ABILITIES

59
CONCLUSIONS

ABOUT THE SEGMENT

 THESE VALUES PROPITIATE AN INDIVIDUAL SENSE OF BELONGING AND BEING
ACCEPTED THAT TRANSLATE IN STABILITY AND COHESION BASED ON THE GROUP’S
SOLIDARITY AND COMPLICITY.

 THE COMPANY DETERMINES THE FREE TIME AWAY FROM HOME. THEY STAY AWAY
FROM HOME FOR LONG PERIODS BY CHOICE NOT OBLIGATION.

 PLANS FOR THE FUTURE ARE ASSOCIATED WITH EMOTIONAL AND FINANCIAL
STABILITY AS WELL AS PROFESSIONAL SUCCESS.

EATING HABITS

 FORMAL EATING MOMENTS ARE IRRELEVANT FOR THE SEGMENT; THEY CAN EASILY
SUBSTITUTE THEM WITH BEER, CIGARETTES, OR SNACKS AS LONG AS THEY CAN
PROLONG THE TIME THEY STAY WITH FRIENDS.

 INFORMAL MOMENTS OCCUR THROUGHOUT THE DAY AND ARE DEFINED BY

CRAVINGS, BUDGET, AND THE DAY’S ACTIVITIES

60
CONCLUSIONS

CATEGORY HABITS

 DRINKABLE YOGURT IS CONSUMED TO SUBSTITUTE FOOD, POSTPONE FORMAL

MEALS, AND PREVENT DISCOMFORT.

 DRINKABLE YOGURT AND DAIRY PRODUCTS IN GENERAL ARE CONSUMED AT TWO

MOMENTS OF THE DAY: DURING THE FIRST MORNING HOURS, AND IN THE EVENING

 ALTHOUGH CONSUMPTION BEGAN AT HOME, YOUNG PEOPLE CONSUME IT AWAY

FROM HOME BECAUSE OF ITS RESTORATIVE BENEFITS

61
CONCLUSIONS

ABOUT THE BRAND

 DANUP IS A GENERIC NAME; THERE IS AN IMMEDIATE ASSOCIATION BETWEEN
DRINKABLE YOGURT AND DANUP

 PARTICIPANTS RECOGNIZED IT AS A LEADING BRAND, SINCE IT INTRODUCED THE

CATEGORY

 THE FLAVOR VARIETY WAS DEEMED APPROPRIATE.

 THE TASTE AND CONSISTENCY ARE THE DIFFERENTIALS OF DANUP, SINCE

PARTICIPANTS NOTICED A BALANCE BETWEEN ACIDITY AND SWEETNESS.

 TWO WEAKNESSES WERE IDENTIFIED WITH THE PACKAGING:

 THE COVER: ITS BEING METALLIC PREVENTS RE-SEALING FOR LATER
CONSUMPTION
 THE LABEL IS NOT YOUTHFUL; IT WAS THOUGHT SPORTY; MANY SAID THEY
PREFERRED THE FORMER LABEL.

62
RECOMMENDATIONS

ABOUT THE NEED

 APPEALING TO THE SEGMENT’S LEISURE MOMENTS BECAUSE OF THEIR
EMOTIONAL STRENGTH TOWARD BUILDING IDENTITIES

 EMPHASIZING GROUP VALUES THAT INTEGRATE AND MAINTAIN COHESION

ABOUT THE PROMISE

 APPROPRIATING THE GLOBAL CATEGORY WELL BEING AND ITS RESTORATIVE

FUNCTIONS

ABOUT THE SUPPORT

 RECLAIMING THE LEADERSHIP ASSOCIATED WITH THE BRAND

 RECLAIMING EXPERIENCE IN THE CATEGORY AND STRENGTHEN CONSUMPTION

HABITS

63